Marketing sensorial y su influencia en la experiencia en el consumidor. caso: Bonny restaurant de la ciudad de Riobamba

Abstract

The present study entitled: Sensorial marketing and its influence in the experience of consumers. Case: Bonny Restaurant located in Riobamba city, had as a general objective to improve the consumer experience through sensory marketing, by using a quantitative and qualitative methodology which allowed a better development of the established problems. In addition, there was a level of correlational research to measure the relationship between sensory marketing and consumer experience. The techniques applied with its different instruments go as follow: observation with its model card based on marketing: A survey with the design of closed questions and the olfactory experimentation with an electroencephalogram. This study was applied to the population obtained by the number of clients who visit the restaurant on a daily basis, through a simple random sampling. The results of the olfactory experimentation showed that the vanilla aroma had a higher level of attention and meditation by consumers in relation to the cinnamon and bergamot flower. To conclude the field research, it was deduced the rejection of the null hypothesis and the acceptance of the alternative hypothesis, which means that the variables of sensory marketing are closely related to the consumer's experience.